Best targeting practices

Your targeting strategy will likely be tailored to your campaign goals, be it to reach the maximum addressable audience to build influence, or to hone in performance in a specific context where you would like to drive near-term outcomes.

In general, we recommend running a campaign across several ads (and formats) to best calibrate your targeting strategy. Some tips for our successful campaigns include:

• Start broad with a run of network and loose targeting in order to gather insights on which types of creative and contexts drive influence and interaction across the network for your brand
• Try blending your creative formats for a holistic awareness and engagement approach
• Avoid overloading targeting for any given ad - while you may find overlap on a very niche audience, you are unlikely to reach adequate scale if turnaround time is a consideration
• User frequency capping on performance campaigns may improve conversion rate, but brand awareness / opportunity may dampen if its set too aggressive